Under Armour at Olympic Games 2016
The challenge of this project was to create a narrative based on the scenario of Rio de Janeiro – host city of the 2016 Olympic Games, bringing a real connection with the “cariocas”. This amazing and wonderful location should had been a character in this narrative. The athletes’ action, “the training”, should conveyed authenticity, realism and pertinence. We explored outdoor settings as running, stretching and functional workout exercises that enrich the different locations of Rio and covered all the city’s shore with Under Armour athletes.